The New York Times Purchases 'Influencer' Agency

HelloSociety Will Serve The Company's T Brand Studio

The New York Times, aiming to tap into the power of so-called "social influencers," has acquired the digital marketing agency HelloSociety, it was announced Friday.

Launched in 2012, HelloSociety sports a network of content creators that can be tapped to contribute, across multiple social platforms, to branded content campaigns. The Times purchased HelloSociety from Science Inc.

"The acquisition will integrate HelloSociety's tools, talent and approach into the service suite of T Brand Studio, the Times Company's content agency," according to a release.

HelloSociety CEO Kyla Brennan said, in the release, that the company's technology "will make it easier for The New York Times's advertisers to create customized campaigns and content to resonate across any social channel."

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Jeremy Barr

Jeremy Barr covers the business of media, with a particular focus on how newspaper, magazine, and digital-native publishers are making money from advertising and other lines of business. He joined Ad Age in November 2015, after serving as an associate editor for Politico Media for over a year and a half. A graduate of Emory University and the University of Maryland's journalism school, he got his start on the media beat as a contributor to Poynter.org.